Internet advertising accounted for greater market share than TV for the first time ever, in 2015, according to new research.
The European Audiovisual Observatory (OBS) research shows internet advertising accounted for 33% of the whole ad market last year.
The OBS claimed, however, that TV is holding strong in the face of booming internet advertising.
TV has, the OBS noted, increased annul advertising revenue 2% in the period between 2011 and 2015.
It says that newspapers and magazines bore the brunt of the internet growth, falling 26% and 27% respectively.
Other categories measured included cinema, outdoor and radio, wich were broadly flat across the 2011-2015 measurement period (see chart).
The rise of the internet ads category across that time has been prolific, with it overtaking both newspapers, and now, TV.